• Title, Summary, Keyword: Construal Level Theory

Search Result 29, Processing Time 0.102 seconds

Virtuality as a Psychological Distance : The Strategy for Advertisement Message Appeal Depending on Virtuality (심리적 거리로서의 가상성 : 가상성에 따른 광고메시지 전략)

  • Park, Do-Hyung
    • Journal of Information Technology Applications and Management
    • /
    • v.24 no.2
    • /
    • pp.39-54
    • /
    • 2017
  • At present, various technologies are rapidly advancing, centering on the concept of virtuality. From the technology of virtual reality, which allows us to experience the senses as if they existed, to the technology of augmented reality, which provides new information or services based on reality, they are no longer strange things for ourselves because we experience them every day and night. Even though the concept of virtual is very familiar in terms of technology, it is not known how individuals accept the concept of virtuality, how they change our way of thinking, and how their behavior changes. This study aims to approach virtuality perceived by the individual from the viewpoint of individual's information processing. Virtuality is defined as the degree to which the situation facing an individual is far from actual reality. An individual can judge the degree of virtuality easily, which is considered to be a psychological distance which is an important factor in personal information processing. In this study, we have confirmed whether the argument is applied to the real world in the context of advertisement. According to the construal level theory, when an individual feels virtuality at a high level, the individual thinks that the situation they are facing is psychologically distant and accordingly has a high level construal. Therefore, it is more influenced by 'advertisement emphasizing symbolic appeal' which is matching with higher level. On the other hand, when an individual feels a low level of virtuality, the individual thinks that the situation they are facing is psychologically near and thus has a low level construal. Therefore, respondents are more sensitive to functional appeal, which is related to lower level. This study has the theoretical contribution in terms that the degree of virtuality affects the psychological distance of the individual. In addition, the results of this study have practical contribution in terms of being able to be actively used in the information delivery strategy centered on the advertisement.

Effects of Temporal/Social Distance and Message Construal Level on Evaluations of a Retargeting Advertising (복합적인 심리적 거리와 메시지유형의 해석수준 일치가 리타겟팅 광고효과에 미치는 영향)

  • Choi, Hyejin;Kim, Heejin
    • The Journal of the Korea Contents Association
    • /
    • v.19 no.10
    • /
    • pp.593-606
    • /
    • 2019
  • This study examines effective message strategies that fit with the characteristics of retargeting advertisements, based on the Construal Level Theory. First, we investigate whether the social distance that applies between interpersonal interactions can also be observable in an online environment and test the effects of social distance, depending on the type of online sites. We then examine consumers' construal level when social and temporal distances interplay, and how the effects of the messages change accordingly. As a result, social distance and message construal levels by website type were consistent with existing CLT studies. However, the hypothesis that advertising effects will be higher only when all, multidimensions' distances and construal levels of messages match, was partially supported. Also the current view, that the consumers' evaluations will show no difference to when either or both dimensions are distal, was rejected. Instead, when a discrepancy between temporal and social distance was present, the construal level of the message was more effective when congruent with the social distance out the two dimensions. Hence, it is possible to infer that the influence of psychological distance may vary depending on the dimension of distance.

The Effect of Hallmark of the Environment Friendly Agricultural Products on the Consumer Value and Purchase Intention - Centering around the Moderating Effect of Regulatory Focus and Construal Level (친환경농산물의 인증마크가 소비자가치와 구매의도에 미치는 영향 - 조절초점과 해석수준의 조절효과를 중심으로)

  • Lee, Seung-Hee;Han, Sang-Bak;Do, Hyeon-Ok;Seo, Kyeong-Do
    • Journal of Digital Convergence
    • /
    • v.9 no.4
    • /
    • pp.143-156
    • /
    • 2011
  • To accomplish these purposes, First, this research divided hallmark of the environment friendly agricultural products into organic products and pesticide-free products and participants are classified as having promotion or prevention regulatory focus. In addition, consumer value type is categorized into value of social psychology and functional value. Second, construal level divided into high and low on the relationships between the consumer value and purchase intention. The main factors of the consumer value such as value of social psychology and functional value were found from the previous studies. This study is meaningful that the fit of regulatory focus between hallmark of organic products and pesticide-free products in environment friendly agricultural products. The regulatory relevance could moderate the level of persuasion knowledge activation. Also, This research is meaningful that the fit of construal level theory between Consumer value and purchase intention by person's psychological personality. The construal level relevance could moderate the level of marketing activation.

The Effect of Congruency between User Participation and Producer Response on User Generated Content (컨텐츠 유통 플랫폼에서 이용자 참여와 생산자 반응의 적합성 효과에 관한 연구)

  • Son, Jung-Min;Lee, Jun-Seop
    • The Journal of Distribution Science
    • /
    • v.13 no.8
    • /
    • pp.73-80
    • /
    • 2015
  • Purpose - This study's objective is to analyze the content of the communications between users and producers based on the construal level theory. User generated content refers to content created in an online-based service where users and producers communicate interactively with each other. In a user generated content platform, the messages sent and received between the many players, the users and producers who use the content, may be analyzed at the psychological level based on construal level theory. Research design, data, and methodology - This study gathered user and producer participation through a snow-bowling sampling method. The data analyzed includes 125 video clips and 2,912 comments. The period of the data collection was from September 2014 to December 2014. The collected data was analyzed using a t-test and two-way ANOVA. Results - This study obtained the following research results. First, users who were a short social distance from producers responded to user participatory activities stated in concrete language rather than abstract language. In contrast, users who were at a longer social distance from producers tended to respond to the content requesting user participation through abstract language. Second, if users and producers were at a short social distance from each other, user preference increased more when a producer response to user participation was expressed concretely rather than when it was expressed abstractly. In contrast, if the users were at a longer social distance, users' preferences increased more when producer response was expressed abstractly rather than when it was expressed concretely. Conclusion - This study found that the effect of suitability, in which the social distance and the content were in congruence at the construal level, could be observed. Therefore, based on this, academic and practical implications were drawn. The three main insights of the study are as follows. First, firms can use psychological factors to analyze the message content of users in their distribution platforms. This study reveals managerial implications for marketing managers who want to take make use of this analysis of user and producer communications. This study indicates that the main factors include the concrete and abstract scores and social distance between users and producers. Second, we also provide the strategic guidelines to maximizing user preferences and other outcomes. The main dependent variable in this study is the user preference shift; the variable increases through the congruence effect; and the construal level is determined by the social distance between the users and producers and the type of producer response. The outcomes here from users can be utilized to develop several systemic strategies. One process to use the outcomes could be: (1) firms could measure the users and producers social distance; (2) calculate the concreteness or abstractness of the messages; and, (3) predict the user preference outcomes by the congruence between user and producer social distance and the abstractness or concreteness of the message content.

A Preliminary Study of Serious Game Effect Model based on Construal-Level Theory (해석수준이론에 기반한 기능성 게임 효과 증대 방안 연구)

  • Lee, Hye-Rim;Jeong, Eui Jun
    • Journal of Korea Game Society
    • /
    • v.14 no.4
    • /
    • pp.105-120
    • /
    • 2014
  • Many of recent studies have suggested various positive outcomes of serious games. However, relatively little emphasis has been placed on the roles of user-centered factors from a psychological perspective. One of the main goals of serious games is the change of the user's perception and behavior towards a positive direction. To achieve this goal, psychological factors should be applied to the user's playing process in serious games. Inspired by construal-level theory(CLT), we propose a CLT applied model (CLT in process-outcome serious games model) considering psychological factors on the player's decision making. The model will be useful not only to game developers or designers but also to game researchers as a valuable tool in persuasion and learning for serious game users.

Virtuality as a Psychological Distance and Temporal Distance: Focusing on the Effect of Product Information Type on Product Attitude (심리적 거리로서의 가상성과 시간적 거리: 제품 정보 유형의 제품 태도에 미치는 효과를 중심으로)

  • Park, Do-Hyung
    • Knowledge Management Research
    • /
    • v.18 no.3
    • /
    • pp.163-178
    • /
    • 2017
  • Recent advances in technology are evolving to enable individuals to perform various activities necessary for their lives, without being constrained by physical, temporal, and spatial constraints. The online services and experiences that originated from solving the discomfort in the actual offline space have created the newness that can only be experienced in the digital world and furthermore uniquely new experiences in actual space as well. While many previous studies have suggested several interpretations of unique individual behaviors in virtual environments, a recent research approaches virtuality as an interesting perspective of the change of thinking style. Virtuality is defined as how far apart we are from everyday reality, and if the individual faces a situation far from reality, the psychological distance of the individual becomes distant and ultimately leads to the thinking style of high construal level. Otherwise, it is said to have a relatively low construal level of thinking style. In this study, I try to confirm the virtual distance as the role of psychological distance in new virtual contexts. Simultaneously considering temporal distance, which are most used in psychological distance, and virtual distance based on virtuality, this study tries to find whether the effect of virtual distance on product attitude is the same as that of temporal distance and check the relationship between virtual distance and temporal distance in the context of consumers' product evaluations depending on product information type.

The Effects of Temporal Distance between Purchase and Consumption on Consumer Choice (구매시기와 소비시기 간의 시간 간격이 소비자 선택에 미치는 영향)

  • Kang, Hyun-Mo;Min, Dong-Won
    • Journal of the Korean Operations Research and Management Science Society
    • /
    • v.35 no.4
    • /
    • pp.1-16
    • /
    • 2010
  • In consumption environment, the time interval is frequently found between purchase and consumption. The objective of this study is to determine how consumers' purchase intentions can be influenced by this type of temporal distance. Construal level theory holds that the 'distant future situation' tend to be construed on a higher level than the 'near future situation.' Accordingly, when considering the consumption in the near future, consumers tend to be more likely to focus on the feasibility of the alternatives than on desirability. Conversely, when considering the consumption in the distant future, they are more likely to focus on the desirability of the alternatives than on feasibility. Along with the previous literature, the current study investigates the effects of temporal distance between purchase and consumption on consumer choice. Moreover, we aim to determine under which conditions these effects pertain. To test our hypotheses, we conducted a 2(temporal distance:near future vs. distant future) x 2(alternative type:high desirability, low feasibility vs. low desirability, high feasibility) x 3(additional offering:no gift, free coffee coupon, free mini book) between subjects design. The results show that the main effects of temporal distance and additional offering are significant. The 2 way interaction between temporal distance and additional offerings is also significant. Specifically, the purchase intention differentiation from additional offering tends to be larger at shorter temporal distances (near future) than at long ones (distant future).

The Role of Online Social Recommendation and Similarity of Preferences: In Two Stage Purchase Decision Making Process (온라인 추천정보와 선호 유사성의 역할: 2단계 구매 의사 결정 모델을 중심으로)

  • Lee, Jae-Young;Ko, Hye-Min
    • Knowledge Management Research
    • /
    • v.16 no.3
    • /
    • pp.149-169
    • /
    • 2015
  • In this study, we try to understand the role of online social recommendation and the similarity of preferences between the recommender and the recommendee on consumer decisions in the framework of the two stage purchase decision-making process. Applying construal level theory to our context, we expect that the role of social recommendation and the similarity of preferences would vary over the stages in the two-stage decision making process. To test our hypotheses, we collected the data through an incentive compatible experiment, and analyzed the data with nested logit model. As a result, we found that the role of online social recommendation varies over the stages. Consumers take recommendation from similar others at the stage of consideration set formation, but no longer consider it at the stage of final choice. Consumers take recommendation from dissimilar others at the stage of consideration set formation. At the stage of final choice, however, consumers avoid choosing the option recommended by dissimilar others. The results of our study enrich the understanding about the role of social recommendation, and have implication to marketing practitioners who attempt to make online social recommendation system more efficient.

The Effects of Information Security Vaccine User's Construal Level and Message Type on the Information Security Behavior (정보보안 백신 사용자의 해석수준과 메시지유형이 정보보안행동에 미치는 영향)

  • Lee, Kyong Eun;Kim, Jung Yoon;Hyun, Jung Suk;Park, Chan Jung
    • The Journal of Korean Association of Computer Education
    • /
    • v.18 no.6
    • /
    • pp.33-42
    • /
    • 2015
  • Based on the Construal Level Theory, this study aims to investigate how information security vaccine users' selection intentions differ from each other according to the selection time of information security vaccine, advertisement message types, and information security knowledge levels. For the foregoing, this study conducted an experiment by applying an experimental design of 2(knowledge level: high/low) ${\times}2$(temporal distances: short distance/long distance) ${\times}2$(advertisement message types: how(concrete)/why(abstract)) on computer security vaccine softwares. As a result, this study confirmed that the selection intentions about information security vaccines differed from each other according to the temporal distance and advertisement message type, and also varied according to the information security knowledge level. In conclusion, this study provides an implication that the consideration of well-timed persuasive message is especially important for the users at the high level of knowledge. Also, this research implies the necessity of development of abstract thinking ability based on temporal distance for the users at the low level of knowledge.

The Effects of Model Nationalities, Message Types, New Product Types and Cultural Distances on Consumer Attitudes toward the Ads and Products (광고 모델의 국적과 메시지 및 신제품 유형, 문화적 거리감이 광고 및 제품 태도에 미치는 영향)

  • Park, Hyun Jung;Du, Ye Ning
    • The Journal of the Korea Contents Association
    • /
    • v.18 no.6
    • /
    • pp.283-293
    • /
    • 2018
  • The purpose of this study is to examine the effects of psychological distances on the consumer attitudes related to new product advertising based on the construal level theory. In particular, this study intends to test the interaction effects among models' nationalities, the newness of new products and message types on the Chinese consumer attitudes toward the advertisements or products. Perceived cultural distances were also considered to have moderating role on the interaction effects. The results indicated that the fits of psychological distances led more positive attitudes. Consumers showed more positive attitudes toward abstract(vs concrete) advertising with foreign models. In the domestic model advertising, consumer attitudes were enhanced when concrete(vs abstract) messages were provided. The findings also demonstrate that the influences could be different according to perceived cultural distances.